A research on determining the green consumption tendencies of z generation consumers

The environmental problems we experience with the effect of globalization, the effort to protect the eco-system accelerate the formation of environmental awareness and the steps taken. The concept of green marketing, as an approach to protect natural resources, is an important step for the future of human beings. It is a story of reincarnation in response to life-threatening ones. However, by being included in life, it also paves the way for our preferences to change. By integrating into our daily activities and consumption habits, it enables the "green consumption" and "green consumer" trends to be noticed. The aim of the study is to reach the thoughts of green consumption, one of the main activities of green marketing, today's research community and the new group of the digital world, "Generation Z", about the green consumption phenomenon and to investigate the determination of consumption trends. Within the scope of the study, a qualitative analysis of the interviews on the concept of green consumption was made by conducting face-to-face interviews with 40 target groups. According to the findings, it was concluded that the increase in the awareness of individuals in the Z generation range about green consumption depends on the education factor, and the criterion determining their preference depends on the budget factor.